Papa Gino's COVID Social
Responding with a lot more than just pizza.
THE CHALLENGE
After reinvigorating the Papa Gino’s brand and helping return the beloved New England institution to its glory days, everything was going perfectly as planned.
Then the coronavirus hit.
The world as we knew it changed, and pizza was the last thing on people’s minds.
OUR SOLUTION
At a time when people sought comfort at home, we provided them with easy access to the ultimate comfort food — pizza — along with relevant and engaging content as well as charitable initiatives to support the greater New England community.
What could have been a dire situation was the complete opposite, as we were able to quickly adapt to the rapidly changing world and connect with our customers in a meaningful way.
THE WORK
Over 140 assets created in 42 days (and counting!)
Creating the ultimate work from home kit for Papa Gino’s fans
ZOOM BACKGROUNDS
KID’S ACTIVITY BOOK
SOCIAL VIDEOS
Custom illustrations informed guests with important in-store safety and delivery procedures
Our Pizza My Heart campaign encouraged followers to nominate their local front line heroes for a free pizza delivery, which resulted in over 480 pizza donations to local heroes.
Engagement rates increased through Facebook & Twitter polls
PROMOTIONAL POSTS
with over 4,000 promo code redemptions.
RESULTS
Average Engagement Rate
(Industry-wide average for cross-platform
engagement rate is: 1.36-2.77%)